Canon is, of course, world-leader in imaging solutions and no stranger to 3D printing. Six months ago, they even showed off their first own 3D printer concept. But subsidiary Canon Europe is dabbling in 3D printing in a completely different way, as an important reseller of 3D printers by 3D Systems in Europe. The company just revealed that they will expand their distribution agreement with 3D Systems to include the Austrian market as well.

This announcement follows a predictable pattern that has been taking place over the last year or so. In February 2015, Canon Europe announced a distribution agreement with 3D Systems to market, sell and support 3D Systems' 3D printers in the UK and Ireland, including the ProJet 1200, 3500 series, 4500, 6000 and 7000. Since then, they have been steadily rolling out their distribution across Europe and is now already representing 3D Systems in the Netherlands, Belgium, Germany, the Nordic countries and France. Austria, it seems, is logically next in line.

As part of the agreement with 3D Systems, Canon provides marketing, sales, support and help sustain overall professional and technical environments. Experts say the partnership is just another expression of Canon’s growth strategy, which sees them adopting new technological areas such as 3D printing. They will especially focus on the market segments of engineering, production and architecture, for which the 3D Systems hardware is of course particularly suited.

Unsurprisingly, the responses from Canon were very optimistic. Chris Blake, the EMEA Sales and Marketing Director for 3D Printing, said he was very pleased with the expansion of the agreement. “Our partnership provides us with a good start in those countries where our offers are already available. We are very pleased to be able to provide our customers in Austria with the best 3D printing solutions, extensive services , expertise and support,” he said.

3D Systems similarly responded optimistically. “It's great to continue our cooperation with Canon to offer our portfolio of professional 3D printing solutions and to now expand them to Austria. Through the comprehensive, proven service and support provided by Canon, a broader spectrum of customers can now benefit from our advanced technologies,” said Charlie Grace, Chief Revenue Officer, Professional Products at 3D Systems.

Peter Saak, the CEO of Canon Austria, further argued that 3D printing can definitely revolutionize the way Austrian businesses work and listed some advantages. “This innovative and pioneering technology conserves resources because material is only applied where it is needed. New products can be placed in the market much more quickly. And a production of 3D printed parts is possible with very little manual effort,” he says. “What’s more, 3D printing has a shorter development cycle, increased design flexibility, low costs and saves time on prototyping. We want to ensure that our customers optimally reap the 3D printing opportunities for their business. With the entry of Canon in the Austrian 3D printing market, we can offer our customers not only the necessary hardware, but also the consulting and implementation expertise that are necessary for them to develop new opportunities.”